Twenty months after being purchased by young Quebec entrepreneurs, Ashton restaurants are modernizing their image, introducing milkshakes and setting the course for an expansion that will take them beyond the Quebec region.
• Also read: The young owners of Chez Ashton dream of conquering Canada
The famous brand known for its poutines is unveiling a brand new identity this Thursday, which includes a new logo and the complete redesign of the Rue du Marais branch.
![[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants](https://www.spamchronicles.com/wp-content/uploads/2023/11/PHOTOS-The-skys-the-limit-new-look-milkshakes-and-expansion.jpg "[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants 3")
Photo provided by TACT and Ashton
The co-owners Émily Adam and Jean-Christophe Lirette made a “dream” come true in March 2022 as successors to founder Ashton Leblond. From the beginning they had expressed the desire to modernize the station without distorting it.
“I think we did it with Ashton, then with the ambitions Emily and I had for the channel. “We wanted to renew our customer base a little, rejuvenate it and then position ourselves as a preferred employer, and then also as a brand with international potential,” explains Mr. Lirette, who, like his business partner and spouse, is 34 years old.
![[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants](https://www.spamchronicles.com/wp-content/uploads/2023/11/1698900993_158_PHOTOS-The-skys-the-limit-new-look-milkshakes-and-expansion.jpg "[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants 4")
Image provided by TACT and Ashton
New look, same Putin
The logo should be simpler and therefore easier to export, without the word “Chez”. The terms “fresh and real” are still an integral part of the slogan.
On Rue du Marais, the entire interior and exterior as well as the furniture have been updated in red and cream tones. The customer experience was reviewed and an “academy” area was provided for training purposes.
![[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants](https://www.spamchronicles.com/wp-content/uploads/2023/11/1698900997_803_PHOTOS-The-skys-the-limit-new-look-milkshakes-and-expansion.jpg "[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants 5")
Image provided by TACT and Ashton
“It was important to keep the retro touch and a bit of the snack spirit; “that people recognize themselves and say: ‘It’s still my good old Ashton’ but with today’s sauce,” describes Mr Lirette, who speaks of an “evolution” and not a “revolution”.
The renovation of the other restaurants will take place gradually over the coming years.
![[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants](https://www.spamchronicles.com/wp-content/uploads/2023/11/1698901000_473_PHOTOS-The-skys-the-limit-new-look-milkshakes-and-expansion.jpg "[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants 6")
Image provided by TACT and Ashton
“Ashton is a brand that is strong and authentic. “When people walk into an Ashton, we want it to be warm,” adds Émily Adam, who she says wants to highlight the “human aspect” that seems to be lost in fast food elsewhere.
Menu additions
As for the menu, there is no question of touching the potatoes from the Ile d’Orléans, the sauce, the recipe of which is secret, or the cheese curd, the origin of which is jealously kept secret.
![[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants](https://www.spamchronicles.com/wp-content/uploads/2023/11/1698901002_699_PHOTOS-The-skys-the-limit-new-look-milkshakes-and-expansion.jpg "[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants 7")
Image provided by TACT and Ashton
If no product has been removed, there are some additions. The renovated restaurants, including Marais, will offer a new collection of milkshakes and bags of cheese curds can be purchased on site.
In addition, barbecue sauce will be introduced permanently in all 23 restaurants, which also offer a children’s menu in the form of a surprise box.
![[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants](https://www.spamchronicles.com/wp-content/uploads/2023/11/1698901005_678_PHOTOS-The-skys-the-limit-new-look-milkshakes-and-expansion.jpg "[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants 8")
Image provided by TACT and Ashton
New signage, new packaging and new uniforms will appear across the network in the coming days.
Everything was created in collaboration with the LG2 agency, after a deliberation that involved several collaborators.
According to the co-owners, who also own the Ti-Oui snack bar in Saint-Raymond, this could well be the most important brand image evolution in the history of Ashton, which was founded 54 years ago.
“The sky is the limit”
For the future, the two company leaders are talking about opening two restaurants in 2024, which are geographically not too far from the state capital. However, we are clear that the group’s growth will not end here.
The entrepreneurs are also working on setting up a franchise system and reiterate their desire to “leave the Quebec region”.
![[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants](https://www.spamchronicles.com/wp-content/uploads/2023/11/1698901008_502_PHOTOS-The-skys-the-limit-new-look-milkshakes-and-expansion.jpg "[PHOTOS] 'The sky's the limit': new look, milkshakes and expansion plans for Ashton restaurants 9")
Image provided by TACT and Ashton
They even harbor a desire to one day take their Putin outside of the province or even the country.
“People like Ashton so we don’t understand why people out there wouldn’t like the brand. […] There are no limits for us,” says Emily Adam with a smile, while emphasizing how important it is to “do things well, step by step” and to work with “passionate” people.
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